KCLSU Brand Guidelines
King’s College London Students’ Union March 2017
Company Registered Number: 5762196 Registered Charity Number: 1136729
kclsu.org
KCLSU Brand Guidelines
Contents
2 01 Introduction
04 KCLSU Projects and Activities
06 Environmental Graphics
08 Commercial: KCLSU Venues
KCLSU Logo Fonts Colours: Primary Palette Colours: Secondary Palette
KCLSU: Lock ups Projects and Activities
Branding Directional Door numbers
Venues event posters The Shed Guy’s Bar Waterfront Bar & Kitchen King’s Shop
02 Design elements Colour combinations Photography Patterns Icons Infographics
03 KCLSU Logo spacing Things not to do Clearance Zone External Partners and Co-branding
kclsu.org
05 Print Media Guidelines Sizes Posters Posters: KCLSU led Posters: Student led and Liberation campaigns Table Talkers Stationery: Letterhead Stationery: Other Pull up banners: Generic Pull up banners: Zones Pull up banners: Feather Generic Belly Poster Generic Staff T.shirts
07 Digital Media Guidelines Powerpoint Template Video Redbus Student Centre screens Social Media Website Typography Website banners Social Media banners Instagram
09 Language Guidelines Talking the Talk Voice Styles
KCLSU Brand Guidelines
Introduction
3
01 kclsu.org
We’re here to make sure every King’s student has the best student experience possible. We’re run by students, for students. Our brand is who we are. It’s the set of ideas, emotions and associations that come to mind whenever anyone thinks about KCLSU. It’s our campaigns, veunes, website, our tweets and in every communication that comes from us. But its more than that too.
Our brand is in all of our activities from talking to our members, our relationship with the University right through to HR, finance and admin. It’s also how you talk to your colleagues, and the way you interact with everyone else on behalf of KCLSU.
KCLSU Brand Guidelines
KCLSU Logo
4 Our logo is clean and simple, and has been designed so that students see at a glance that KCLSU is a Union that includes them. It’s made up of the KCLSU wordmark, and the strapline ‘Our Students’ Union’. 1. The default logo is in KCLSU Orange. Using this colour helps enhance the recognition of the logo and reinforces our brand identity. Wherever possible, use this against a white background
Default logo
(primary logo)
Black
(primary logo)
2. Where only black and white printing is possible, the logo is to be used in black. 3. Where contrast is limited on a brandcoloured background, the logo can be reversed to white.
Limited contrast
4. For externally-facing communications where the strapline is inappropriate, such as joint comms for Varsity, wordmark will be used alone. External
kclsu.org
KCLSU Brand Guidelines
Fonts
5 Typography is an important aspect of our brand identity. We use two sets of fonts both serving different purposes whilst working together to communicate our messages. Use Option 1 for designed graphics, internal documents, presentations, spreadsheets and documents that will be sent as PDF documents. Use Option 2 for any documents and presentations that will be delivered externally, unless you’re able to convert the files to PDF.
Option 1 Headline Font Bree Bold For Word documents headline font size should be no more than 24pt
Sub Heading Font FS Emeric Medium For Word documents sub heading font size should be no more than 18 pt
Body copy FS Emeric Regular For Word documents body copy size should be no more than 12 pt
Note: URL FS Emeric Bold Only use FS Emeric Extra bold for URLs. It should never be used as headlines or subheadings.
kclsu.org
Aa Aa Aa Aa
Option 2
AaBbCc 123@£ AaBbCc 123@£ AaBbCc 123@£ AaBbCc 123@£
Headline Font: Cambria
Sub headings: Arial Bold
Body copy: Arial Regular
AaBbCc 123@£ AaBbCc 123@£ AaBbCc 123@£
KCLSU Brand Guidelines
Colours Primary palette
6 Our colour palette helps reinforce who we are as a brand giving us the personality of being fun, friendly and active. You must use at least one of three colours from the primary palette supported with no more than 2-3 colours from the secondary palette.
Primary colour palette At least one primary colour must be used in all marketing communications
Use of tints As a general rule, tints of the colours are to be avoided, but may be used for graphs and charts where colours are limited (eg single-colour printing).
kclsu.org
KCLSU Orange CMYK: 3 76 88 0 RGB: 230 88 42 HEX: #E6582a
KCLSU Teal CMYK: 63 0 38 O RGB: 94 189 176 HEX: #5ebdb0
KCLSU Purple CMYK: 83 100 23 10 RGB: 80 38 105 HEX: #502669
PMS: 7579 C RAL: 2004
PMS: 563 C RAL: 6027
PMS: 269 C RAL: 4007
KCLSU Brand Guidelines
Colours Secondary palette
7 The secondary colour palette provides some flexibility and room for creativity in our communications, while harmonising with the primary colour palette.
Secondary colour palette No more than 2 secondary colours should be used.
Navy CMYK: 100 75 45 47 RGB: 12 47 71 HEX: #0C2F46
Pink CMYK: 1 63 44 0 RGB: 238 125 121 HEX: #EE7d79
Mustard CMYK: 1 45 90 0 RGB: 244 158 37 HEX: #F49E25
Black CMYK: 91 79 62 97 RGB: 0 0 0 HEX: #000000
White CMYK: 0 0 0 0 RGB: 255 255 255 HEX: #FFFFFF
Warm Grey CMYK: 27 20 21 2 RGB: 193 193 193 HEX: #C1C1C1
Neutral palette No more than 2 secondary colours should be used.
kclsu.org
Periwinkle CMYK: 73 68 1 0 RGB: 95 91 163 HEX: #5f5ba3
KCLSU Brand Guidelines
8
02
kclsu.org
Design elements
KCLSU Brand Guidelines
Colour Combinations
9 We use a blocking system in our communications to help differentiate between KCLSU and Student led/ liberation campaigns.
Primary colour palette
Before developing the colour scheme, be sure it matches the message that is being communicated.
At least one primary colour must be used in all KCLSU led marketing communications
Example of colour combination and percentages.
All KCLSU led marketing will use the primary palette, whereby student led campaigns are free to used colours from the secondary palette. For more information please refer to page 24-25.
kclsu.org
Possible colour combinations include:
25% Primary Colour
50% 25%
Primary or Secondary colour
KCLSU Brand Guidelines
Graphics Photography
10 We use photography to demonstrate the people, community, and action that makes KCLSU what it is. We use real natural photos, taken in action. The main focus of the image show our members having a great time, getting involved, socialising, connecting and making a difference. Our photography should show diversity, energy and positivity.
0: 1.3% 60: 40% 100: 100%
We duotone our photography to further unify our communications using the following duotone channels:
0: 1.9% 60: 22.5% 80: 50.6% 100: 100%
kclsu.org
KCLSU Brand Guidelines
Graphics Patterns
11 Patterns, inspired by our campus buildings, inject energy across our brand. These are to be used in moderation and should only to be used across stationery, environmental graphics and if needed used within annual and impact reports.
Staff Office 1
They should never be used in KCLSU / Student led campaigns. Designers are encouraged to play with the stroke weight and angles to form shapes and patterns.
Stationery
Wall graphics
kclsu.org
Glass doors
KCLSU Brand Guidelines
Graphics Icons
12 We’ve created a custom library of icons we can use across our spaces and documentation. We use our own grid and it should be used when further icons need to be created. All icons must use the same weight in stroke for consistency (3pt).
WC Icons
Other If using colour, icons must use the primary colour palette. e.g. White vinyl on black high gloss perspex - centralised
Values
Grid
kclsu.org
Graphics Infographics
KCLSU Brand Guidelines
13 We want to be as clear and engaging as possible when presenting data. Use bold, flat colours.
kclsu.org
KCLSU Brand Guidelines
14
03
kclsu.org
KCLSU Logo spacing
KCLSU Logo Things not to do
KCLSU Brand Guidelines
15 Our logo is central to our brand identity and shouldn’t be modified in any way. Don’t: 1. Squash the logo 2. Outline the logo 3. Place the logo at an angle other than horizontal. 4. Place logo in a box. 5. Place logo on a non brand colour. 6. Overlay with images or additional text. 7. Apply a drop shadow. 8. Use tints of the logo
kclsu.org
KCLSU Brand Guidelines
KCLSU Logo Clearance Zone
16 The ‘exclusion zone’ is the clear area that surrounds the KCLSU logo. To ensure that the logo remains clear and has impact, nothing should ever appear inside the exclusion zone. The clear space (shown here as X) is proportional and is defined as the width of the letter ‘s’ within the logo at whatever scale the logo is used.
Internal logo (primary logo) The clear space (shown here as X) is proportional and is defined as the width of the letter S within the logo of that size.
External logo The clear space (shown here as X) is proportional and is defined as the width of the letter S within the logo of that size.
kclsu.org
x
x
x x
KCLSU Brand Guidelines
KCLSU Logo External Partners and Co-branding
17 There are many instances when KCLSU works together with other organisations. Hierarchy The Logo hierarchy varies and is determined by the type of partner relationship. Considerations such as who is leading the partnership determine the placement of the various logos. There are three formats for external cobranding. Unless specified, the primary KCLSU logo must be used. Clear space and minimum size standards must be adhered to while giving enough space to partnership logos.
Equal Partner
x
Occasionally our logo will need to be used outside of work purposes.
Partnership logo here
Logos should be presented side by side, and left aligned with clear space. x
The clear space (shown here as X) is proportional and is defined as the width of the letter ‘s’ within the logo of that size.
a)
Equal partner When KCLSU is an equal partner, our logo should be presented side by side, separated by a vertical line. It is recommended that the KCLSU logo be right aligned. Partner logos should also be scaled to the same height of the KCLSU logo.
kclsu.org
Examples a) King’s College b) Student Universe
b)
1/2 X
x
KCLSU Brand Guidelines
18
04
kclsu.org
KCLSU Projects and activities
KCLSU Brand Guidelines
KCLSU Lock-ups
19 We run several initiatives and support several groups. Apart from our Venues and our Shop, all our activities use the KCLSU brand. Sometimes in our communications, the specific initiative or group we’re promoting needs to be made clear. Those categories will therefore be presented in lock-ups. These lend consistency within the KCLSU brand while allowing for flexibility. Each lock up will need to be positioned in the top left hand corner at all times. They are not allocated any particular colour but should appear in either one of the three primary colours or reversed out in white. At no point should the lock up be separated to stand alone. Each one should be accompanied by KCLSU at all times. This will further reinforce the connection between the two and support the KCLSU brand as a whole. KCLSU Macadam Cup and KCLSU Awards have a few additional considerations which can be see on page 21.
kclsu.org
Partnership brands
More information All projects must sit under the KCLSU brand at all times. They need to be presented in 1 of 3 primary colours or reversed out in white where contrast is needed.
On occasions where the collaboration is with an external partner, the KCLS U wordmark should not be visible. It should, where possible clearly state the cobranding partnership.
AGM
KCLSU Brand Guidelines
KCLSU Projects and Activities
20 KCLSU Events Our entertainment is provided by KCLSU Events, offering a range of partnership events ranging from culture to nightlife. The KCLSU brand and KCLSU Events have a parent brand relationship. Communications will reflect general KCLSU communications . Occasionally artwork will be provided by external event organisers. These should be used against the blocking system as shown on page 24. Where artwork is unavailable stock imagery may be used, although it must be graded using the KCLSU photographic treatment shown on page 10.
All projects must sit under the KCLSU brand at all times.
Each lock up will need to be positioned in the top left hand corner at all times.
Primary colour palette
KCLSU Orange CMYK: 3 76 88 0 RGB: 230 88 42 HEX: #E6582a
Typography
kclsu.org
Primary colour
They need to be presented in 1 of 3 primary colours or reversed out in white where contrast is needed.
Headline font: Fs Emeric Extra Bold
KCLSU Teal CMYK: 63 0 38 O RGB: 94 189 176 HEX: #5ebdb0
AaBbCc 123@ÂŁ
KCLSU Purple CMYK: 83 100 23 10 RGB: 80 38 105 HEX: #502669
Body copy: FS Emeric
AaBbCc 123@ÂŁ
KCLSU Brand Guidelines
KCLSU Projects and Activities
21 KCLSU Macadam Cup Macadam Cup celebrates the rivalry between GKT and KCL both of which have their own traditional colours. We use these colours exclusively to communication sport.
Crest colours
CMYK: 8 98 84 2 RGB: 214 26 42 HEX: # D61A2A
CMYK: 4 38 93 0 RGB: 242 170 27 HEX: # F2AA1B
CMYK: 25 32 72 11 RGB: 187 158 85 HEX: # Bb9e55
CMYK: 39 25 19 3 RGB: 167 177 190 HEX: # A7b1be
CMYK: 99 88 18 4 RGB: 40 55 123 HEX: # 28377b
KCLSU Awards Students at King’s do amazing things, and every year we have two events to celebrate their achievements. Communications for Awards include gold and silver.
Celebratory colours
Varsity Varisty is our rival sporting event against UCL. Communications for Varsity include red and black. CMYK: 8 98 84 2 RGB: 214 26 42 HEX: # D61A2A
kclsu.org
CMYK: 91 79 62 97 RGB: 0 1 0 HEX: # 000100
CMYK: 25 32 72 11 RGB: 187 158 85 HEX: # Bb9e55
CMYK: 91 79 62 97 RGB: 0 1 0 HEX: # 000100
KCLSU Brand Guidelines
22
05
kclsu.org
Print Media Guidelines
KCLSU Brand Guidelines
Print media Sizes
23 The table below outline margins and logo sizes for various paper sizes. Follow the table below when creating artwork.
Dimensions 105 x 148 148 x 210 210 x 297 297 x 420 420 x 594 594 x 841
Size A6 A5 A4 A3 A2 A1
Columns Logo size
Gutter
Margin
4 4 8 12 16 20
4 4 4 4 4 4
4 4 4 6 8 10
(w)
20 mm 27 mm 36 mm 55 mm 82 mm 118 mm
A5/6
148 x 210 4 columns
kclsu.org
A4
210 x 297 8 columns
A3
297 x 420 12 columns
A2 420 x 594 16 colums
A1 594 x 841 20 columns
KCLSU Brand Guidelines
Print Media Posters
24 There are 2 types of posters:
Note:
1) KCLSU led 2) Student led
A2 is the most common file format, the following sizes should be used as a reference point. It is at the designers discretion to adapt where necessary.
Block A acts as a platform serving two purposes. a) Contain information of the event being promoted. b) Colour graded dependent on where the information is coming from. (Is it student or KCLSU led?) c) Note: Block A is not height specific. It is at the Designers discretion to determine the height of this area. Block B supports the message through imagery. Either a mixture of illustration or photography.
15 mm 15 mm
KCLSU logo must however, adhere to size provided on page 20.
Block A Headline: 65 pt Subheading: Body copy: 34 pt KCLSU logo width: 82 mm URL: 60 pt
Block B Activity and Project lock up: Height: 15 mm
Headline Block A
Subheading
Body copy xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx 60 pt
Use the correct number of columns dependent on the file format.
kclsu.org
A
15 mm
If using photography, the image must be duotoned as seen on page 10. Where illustration is being used be sure not to exceed the total number of colours. The choice of colour used in Block A must also be referenced in this section.
B
Block B
All posters are split in two parts which work together to communicate our messaging.
A2 : 16 columns
width: 82 mm
margins: 8 mm
KCLSU Brand Guidelines
Print Media Posters: KCLSU led
25
Block A must use colours from the primary colour palette only.
Colour block
It is important that one primary colour is used to reinforce the message is coming from KCLSU. This colour will make up 50% of your colour combination. The rest can be made up of no more than 2-3 colours from either the primary or secondary palette.
information and state where this message is coming from.
Block B can either be an illustration or a photographic image. All photographs must adhere to our house style as seen on page 10.
Block A: To house event
Only use colours from the primary palette.
Block B: No more than
4 colours are to be used including font colour and that used in part A.
Block B All colours
Whenever possible use the primary logo. Where contrast is low invert the logo to white.
Tell us what you think Tell us what you think about our Union and proposed changes to the Student Officer team.
Block A Primary colour
kclsu.org
Win ÂŁ75 vouchers!
kclsu.org/survey
KCLSU Brand Guidelines
Print Media Posters:
Student led and Liberation campaigns We differentiate student led and liberation campaigns from KCLSU communications by reversing the colour blocking rule. Block A can use any colour from the secondary colour palette only. It is important that one secondary colour is used to reinforce the message is a student / liberation campaign. This colour will make up 50% of your colour combination. The rest can be made up of no more than 2-3 colours from either the primary or secondary palette.
26
Colour block Block A: To house event information and state where this message is coming from.
Only use colours from the secondary palette.
Block B: No more than
4 colours are to be used including font colour and that used in part A.
Block B All colours
Whenever possible use the primary logo. Where contrast is low invert the logo to white.
If artwork is provided externally continue to colour block A from the secondary palette.
Block A Secondary colour
kclsu.org
October 2016 Explore Black History with events from student actvity groups, societies and sports clubs throughout October
KCLSU Brand Guidelines
Print Media Table talkers
27 Dimensions: A4 folded table talker Folded to 210 x 99mm Headline: Bree Serif Bold 18pt Tagline and body copy: FS Emeric Medium 14pt Body copy: FS Emeric Medium or FS Emeric Regular (at designer’s discretion) 14pt URL: Between 14 - 18pt KCLSU logo: 25.5 mm wide
10mm (h)
Tell us what you think Tell us what you think about our Union and proposed changes to the Student Officer team. Win ÂŁ75 vouchers!
kclsu.org/survey
kclsu.org
Note: The central side of this example shows an example of artwork supplied by an external source.
KCLSU Brand Guidelines
Stationery Letterhead
28 Dimensions: 210 x 297 Font: FS Emeric Address 1: 12 pt Registered charity: 9pt Social Media: 9 pt Logo size: 42 mm Outer margins: 12mm Columns: 8 Margins: 5mm
12.01.2016
Dear Mr Smith,
Reverse: patterned
Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32. The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.
12mm
Yours sincerely
kclsu.org
HR
Stationery Other
KCLSU Brand Guidelines
29 Comp slip Dimensions: 210 x 99 Font sizes Address: 7 pt (top right hand corner) Campus site and contact details: 8pt (bottom left hand corner) Social Media icons: Purple
Business Cards Dimensions: 86 x 55 Font sizes Name: 15pt (Bree Bold) Job title: 12pt Body: 8pt Small print: 6pt
kclsu.org
KCLSU Brand Guidelines
Pull up banners Generic
30 Generic KCLSU
Campus specific
Note
Dimensions: 800 x 2000
Dimensions: 800 x 2000
Social media: 105 pt URL: 200 pt
Social Media: 105 pt KCLSU@: 346 pt
Banners can be split in two parts which work together to communicate our messaging, similar to posters seen on page 26. Please refer to these guidelines and adapt approriately.
Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm
URL: 200 pt KCLSU logo size: 215 mm
kclsu.org
Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm
KCLSU Brand Guidelines
Pull up banners Zone banners
31 Zone banners are specific to the KCLSU Welcome Fair and are used as a means of wayfinding when temporary KCLSU branding is required. Block A can use any colour from the main KCLSU colour palette.
KCLSU Zone Dimensions: 800 x 2000 Headline: 330 pt Font: Bree Serif Bold URL: 127 pt Font: FS Emeric Bold KCLSU logo size: 215 mm
Liberation Associations
Social media: 105pt Font: FS Emeric Medium Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm
kclsu.org @kclsu /kclsupage @kclsu
kclsu.org
KCLSU Brand Guidelines
Feather banners Generic
32 Generic:
Generic:
Dimensions: 24 x 115 inches
Dimensions: 24 x 115 inches
Margins: 100 mm Bleed: N/A
Margins: 100 mm Bleed: N/A
King’s Shop
Note: Text should not be flipped on its side to fit the banner height. It is at the designers discretion to decide font and URL sizes.
kclsu.org
KCLSU
KCLSU Brand Guidelines
Generic Belly poster
33 Paper size: A4 Headline: Font: Bree Bold Size: 45pt Subheading: Font: FS Emeric medium Font size: 45 pt Body Copy: 14 - 120 pt Font: FS Emeric Regular
kclsu.org
margins: 4 mm gutter: 4 mm
KCLSU Brand Guidelines
T-shirts Generic
34 Front
Back
Dimensions: 800 x 2000mm
Dimensions: 800 x 2000mm
Fonts:
Fonts:
Bree Serif Bold FS Emeric Medium
FS Emeric Bold FS Emeric Medium
Artwork max. width 22cm
Artwork max. width 22cm
kclsu.org
KCLSU Brand Guidelines
35
06
kclsu.org
Environmental Graphics
KCLSU Brand Guidelines
Sigange branding
36 Colonade signage
Plaque signage
Dimensions: 750 x 350
Dimensions: 450 x 525
logo width: 279 mm
logo width: 279 mm URL: FS Emeric 89 pt
Entrance B: Bree Bold 138 pt West Wing: FS Emeric Regular 115 pt Note: High grade
Vinyl values APS: 8301-00 APS: 3520G
kclsu.org
Note: Vinyl backed acrylic sheet with stand offs. Refer to vinyl values.
Vinyl values APS: 8301-00 APS: 3520G
Signage Directional
KCLSU Brand Guidelines
37 Generic signage Heading: Bree Serif bold 94 pt Body copy: FS Emeric 92 pt Stroke: 10 pt Note: The arrow must be used across all sigange for consistency and be presented as a solid orange block (vinyl) at all times.
Vinyl values APS: 8301-00 APS: 3520G
kclsu.org
Signage Door numbers
KCLSU Brand Guidelines
38 Dimensions: (A2) 420 x594 Stroke: 45 pt Name: FS Emeric 229 pt Leading: 190 pt
Vinyl values APS: 8301-00 APS: 3520G Black
kclsu.org
KCLSU Brand Guidelines
39
07
kclsu.org
Digital Media Guidelines
Powerpoint Template
KCLSU Brand Guidelines
40 Powerpoint size: 1280x720 px Headline: Bree Bold 55pt Subheading: Fs Emeric medium 32 pt Body Copy: FS Emeric Regular 24 pt
kclsu.org
KCLSU Brand Guidelines
Digital Video
41 Title card
Title card
Lower thirds
Dimensions: 1920 x 1080 px Headline: Bree Bold 134 px Subheading: FS Emeric Medium 96 px Logo size: 220 px (w)
End title card Logo size: Designers discretion. Must be centralised
kclsu.org
End title card
Lower third Font: FS Emeric Medium Name: 74 pt Job title: 36 pt
KCLSU Brand Guidelines
Digital Redbus
42 Dimensions: 1080 x 1920 portrait
Still image
KCLSU logo size: 228 px
File type: JPEG
Note: The following are
Colour Mode: RGB
Video
recommended sizes and is at the designers discretion to whatever
Video Codec/Container: Quicktime (.MOV)
fits the design at the time.
Frame Rate: 25 fps File Size: max. 10 MB
Heading: Bree Bold 70 pt Subheading: FS Emeric Medium 46 pt Body copy: FS Emeric Regular 38 pt URL: 50 pt
kclsu.org
Note:
File should be delivered in landscape with content 90° clockwise.
Heading Subheading Body copy
Digital Student Centre screens
KCLSU Brand Guidelines
43 Dimensions: 1376 x 775 Still image Colour Mode: RGB File type: JPEG or PNG Note: The following are
recommended sizes and is at the designers discretion to whatever fits the design at the time.
Logo size: 175 px wide Heading: Bree Bold 48 pt Subheading: FS Emeric Medium 42 pt Body copy: FS Emeric Regular 28 pt URL: 38 pt
kclsu.org
Logo KCLSU logo must sit in the bottom right hand corner with a recommended size of 175 px wide. It is at the deisgners discretion to decide on the size of the supporting URL that will sit in the bottom left hand corner. Please note the URL should not be bigger than the heading and subheading.
Heading Subheading Body copy
KCLSU Brand Guidelines
Digital Social Media
44 Twitter
Logo
Dimensions: 400 x 400 px
KCLSU should always be presented on an orange background across all social media platforms. Activities and projects should also have the same treatment.
Facebook Dimensions: 160 x 160 px
Youtube Colour Mode: RGB File type: JPEG
LinkedIn LinkedIn profile picture size: 500 x 500 px LinkedIn profile “background” size: 1400 x 425 px LinkedIn cover/banner photo size: 646 x 220 px
King’s homepage icon 224 x 135 px
kclsu.org
KCLSU Brand Guidelines
Digital Website
45
Homepage banner
Event icon
News icon
Partner logos
kclsu.org
KCLSU Brand Guidelines
Digital Website - Typography
46 The website should use Bree (Semibold) as the headliine font supported by Open sans for sub headings and body copy. Headings = Black Subheadings = Teal Body copy = Black Note:
Option 1 Headline Font Bree semi bold
Sub Heading Font Open Sans semi bold
All links to appear in teal.
Body copy Open Sans regular
kclsu.org
Aa Aa Aa
AaBbCc 123@£ AaBbCc 123@£ AaBbCc 123@£
Digital Website
KCLSU Brand Guidelines
47 Homepage banner Dimensions: 1200 x 300 Colour Mode: RGB File type: JPEG Note: KCLSU logo is not needed on the banner.
Our Partners Dimensions: 330 x 80 Colour Mode: RGB File type: JPEG
kclsu.org
KCLSU Brand Guidelines
Digital Website
48 Event Icon Dimensions: 400 x 255 Colour Mode: RGB File type: JPEG/PNG Note: Event icon must be to the correct size for the KCLSU Event banner to work correctly.
News Icon Dimensions: 200 x 160 Colour Mode: RGB File type: JPEG
Note: This can be either a graphic
related to the article or the KCLSU logo on an orange background.
kclsu.org
Event landing banner pulls event icon into banner.
Yinka Shonibare The Divine Comedy. Revisited
KCLSU Brand Guidelines
Digital Other
49 Mailchimp banner Dimensions: 600 x 200 Colour Mode: RGB File type: JPEG/PNG KCLSU logo size: 97px wide
Tell us what you think Shape our Union
URL: 17pt
kclsu.org/survey
The Insider banner Dimensions: 600 x 100 Colour Mode: RGB File type: JPEG/PNG KCLSU logo size: 80px wide
kclsu.org
KCLSU Brand Guidelines
Digital Social media
50 Twitter in-stream banner Dimensions: 440 x 200 Colour Mode: RGB File type: JPEG, PNG or animated GIF Note: KCLSU logo is not needed on the banner.
Facebook banner Dimensions: 851 x 315px Colour Mode: RGB File type: JPEG or PNG Headline: 31pt Tagline: 21pt Body copy: 17pt URL: 28pt
kclsu.org
Tell us what you think Shape our Union
kclsu.org
KCLSU Brand Guidelines
Digital Instagram
51 Instagram Colour Mode: RGB File type: JPEG/PNG We want our Instagram to show diversity, energy and positivity. The main focus of the image should show our members having a great time, getting involved, socialising, connecting and making a difference. We recommend using two filters available on Instagram: Colour: Juno Black and white: Inkwell
Juno
kclsu.org
Inkwell
KCLSU Brand Guidelines
52
08 kclsu.org
Commercial KCLSU venue brands
KCLSU Brand Guidelines
KCLSU sub brands Venues event posters
53 KCLSU has four commercial outlets that benefit from having their own identity and colour palette.
Posters
Each venue must place the KCLSU logo in the bottom right hand corner across all communications, as well as continuing to use FS Emeric as the main body copy font.
Headline: Bree Serif Bold
Photography Venues will not use the KCLSU photographic treatment and should be presented in full colour at all times. At no point will KCLSU use stock imagery unless it is an event. The background image should prefereably be presented in full colour at all times. Guy’s Bar Logo to be centralised: 205 mm (w) Waterfront Bar & Kitchen Logo aligned to top left: 71 mm (w)
Format: A2
Body copy: FS Emeric Medium FS Emeric Bold The drinkaware and It Stops Here logos must remain on all collateral for event promotions within KCLSU venues. KCLSU logo must however, adhere to size provided on page 21. Text must always be blocked off to make the text stand out from the background image. It is at the designers discretion to decide upon font sizes.
Title of event Day and time of event £1 per person entry fee further information further promotional information Note The date/ time of the body copy should always be reversed out. Our Students’ Union Venues Waterfront Bar & Kitchen is one of our Students’ Union venues. Any profit we make goes back into providing services for you. Waterfront Bar & Kitchen, Macadam Building, Strand Campus kclsu.org/waterfront
kclsu.org
Example of how event posters work.
The blocks can use one colour at a time from the primary and secondary colour palettes.
KCLSU Brand Guidelines
KCLSU sub brands The Shed
54 KCLSU has four commercial outlets that benefit from having their own identity and colour palette. 1. The Shed 2. Guy’s Bar 3. The Waterfront Bar & Kitchen 4. King’s Shop Each venue must place the KCLSU logo in the bottom right hand corner across all communications, as well as continuing to use FS Emeric as the main body copy font. For generic communications all commercial venues will adopt the same format/approach to KCLSU generic branding. Examples can be seen at the end of this section.
Primary Logo (a) Where possible the primary logo should always be presented in aubergine. (b) Where needed, the logo can be reproduced in black for mono printing. (c) Where contrast is limited, the logo may be reversed to white on a brand colour (d) It is at the Designers discretion to choose which colour way best works for the work being created.
Typography
kclsu.org
Headline: FS Emeric
CMYK: 0 0 0 100 RGB: 0 0 0 HEX: #
Sub heading: FS Emeric Medium
Body copy: FS Emeric Regular
AaBbCc AaBbCc AaBbCc 123@£ 123@£ 123@£
Photography Venues will not use the KCLSU photographic treatment and should be presented in full colour at all times. At no point will KCLSU use stock imagery unless it is for an event. All photography must be a true reflection of what is served within our commercial venues.
CMYK: 26 99 12 52 RGB: 86 0 56 HEX: #
Primary colour palette
CMYK: 43 100 25 20 RGB: 139 24 93 HEX: # 8B185D
CMYK: 2 62 99 0 RGB: 239 121 9 HEX: # EC7909
CMYK: 43 4 92 0 RGB: 166 194 52 HEX: # A6C234
KCLSU Brand Guidelines
Pull up banners The Shed
55 Generic: The Shed
Dimensions: 800 x 2000 KCLSU logo size: 307mm wide The Shed logo size: 600mm wide Location: 106 pt URL: 183pt
Promotional Dimensions: 800 x 2000 KCLSU logo size: 216 wide The Shed logo size: 389 wide Location: 82 pt URL: 137pt
Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm
9
£2.9
Any Pure & Simple Sliced Sandwich Packet of crisps or fruit Can of Pepsi or water (330ml)
kclsu.org
KCLSU Brand Guidelines
KCLSU sub brands The Shed staff uniforms
56 Front
Aprons
Dimensions: 800 x 2000mm
The Shed logo to be centralised of apron.
The Shed logo to be positioned over left breast KCLSU logo on left sleeve. Artwork max. width 12cm
kclsu.org
Max. width 17cm
KCLSU Brand Guidelines
KCLSU sub brands Guy’s Bar
57 KCLSU has four commercial outlets that benefit from having their own identity and colour palette.
Primary Logo
1. The Shed 2. Guy’s Bar 3. The Waterfront Bar & Kitchen 4. King’s Shop
(b) Where contrast is limited, the logo may be reversed to white on a brand colour.
Each venue must place the KCLSU logo in the bottom right hand corner across all communications, as well as continuing to use FS Emeric as the main body copy font. For generic communications all commercial venues will adopt the same format/approach to KCLSU generic branding. Examples can be seen at the end of this section.
Photography Venues will not use the KCLSU photographic treatment and should be presented in full colour at all times. At no point will KCLSU use stock imagery unless it is for an event. All photography must be a true reflection of what is served within our commercial venues.
kclsu.org
(a) Primary logo is to be presented in black.
(c) It is at the Designers discretion to choose which colourway best works for the work being created.
Typography
CMYK: 69 71 67 82 RGB: 28 20 17 HEX: # 1C1311
Headline font: FS Emeric Bold
AaBbCc 123@£
Primary colour palette
CMYK: 0 56 90 5 RGB: 241 134 38 HEX: # F18626 PMS: 7569 C
CMYK: 0000 RGB: 255 255 255 HEX: #FFFFFF
Body copy: FS Emeric
AaBbCc 123@£
KCLSU Brand Guidelines
Pull up banners Guy’s Bar
58 Generic: Guy’s Bar
Dimensions: 800 x 2000 KCLSU logo size: 307mm wide Location: 106 pt URL: 183pt Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm
kclsu.org
Promotional Dimensions: 800 x 2000 KCLSU logo size: 216 wide Guy’s Bar logo size: 389 wide Location: 82 pt URL: 137pt
£x.x
x
KCLSU Brand Guidelines
KCLSU sub brands Guy’s Bar staff uniforms
59 Front
Aprons
Dimensions: 800 x 2000mm
Guy’s Bar logo to always be centralised.
Guy’s Bar logo to always be centralised. Max. width: 22cm NUS extra logo positioned on left arm Max. width: 7cm No artwork on reverse of t-shirt
Back No artwork on back of t-shirts
kclsu.org
Max. width :17cm
KCLSU Brand Guidelines
KCLSU sub brands Waterfront Bar & Kitchen
60 KCLSU has four commercial outlets that benefit from having their own identity and colour palette. 1. The Shed 2. Guy’s Bar 3. The Waterfront Bar & Kitchen 4. King’s Shop Each venue must place the KCLSU logo in the bottom right hand corner across all communications, as well as continuing to use FS Emeric as the main body copy font. For generic communications all commercial venues will adopt the same format/approach to KCLSU generic branding. Examples can be seen at the end of this section.
Primary Logo (a) Primary logo should be presented in Waterfront yellow against a white background. It is also available in black . (b) Where contrast is limited, the logo may be reversed to white on a brand colour. (c) It is at the Designers discretion to choose which colour way best works for the work being created.
Typography
Headline font: FS Emeric Bold
AaBbCc 123@£
Body copy: FS Emeric
Photography Venues will not use the KCLSU photographic treatment and should be presented in full colour at all times. At no point will KCLSU use stock imagery unless it is for an event. All photography must be a true reflection of what is served within our commercial venues.
kclsu.org
Primary colourpalette
WF Yellow CMYK: 12 27 99 0 RGB: 249 192 41 HEX: #F8BF29
WF White CMYK: 0000 RGB: 255 255 255 HEX: #FFFFFF
WF Black CMYK: 91 78 62 97 RGB: 0 1 1 HEX: #000101
AaBbCc 123@£
KCLSU Brand Guidelines
Pull up banners Waterfront Bar & Kitchen
61 Generic:
Promotional
Waterfront Bar and Kitchen
Dimensions: 800 x 2000
Dimensions: 800 x 2000
KCLSU logo size: 216 wide
KCLSU logo size: 307 wide
Waterfront logo size: 389 wide
The Shed logo size: 600 wide
Location: 82 pt URL: 137pt
Location: 106 pt URL: 183 pt Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm
kclsu.org
ÂŁx.x
x
KCLSU sub brands Waterfront Bar staff uniforms
KCLSU Brand Guidelines
62 Front Dimensions: 800 x 2000mm Waterfront logo to be positioned over left breast Artwork max. width : 12cm
kclsu.org
Generic belly posters All venues
KCLSU Brand Guidelines
63 Generic: The Shed Guy’s Bar Waterfront Bar Dimensions: A4/A3 KCLSU logo size: dependent on format. Refer to page 17 for guidelines Body copy: 14-120 pt The Shed logo size: A4 - 43 mm (wide) A3 - 80mm (wide) Guy’s Bar logo size: A4 - 106 mm (wide) A3 - 148mm (wide) Waterfront logo size: A4 - 48 mm (wide) A3 - 67mm (wide)
kclsu.org
KCLSU Brand Guidelines
KCLSU sub brands King’s Shop
64 KCLSU has four commercial outlets that benefit from having their own identity and colour palette.
Primary Logo
1. The Shed 2. Guy’s Bar 3. The Waterfront Bar & Kitchen 4. King’s Shop
(b) Where contrast is limited, the logo may be reversed to white on a brand colour.
Each venue must place the KCLSU logo in the bottom right hand corner across all communications, as well as continuing to use FS Emeric as the main body copy font. For generic communications all commercial venues will adopt the same format/approach to KCLSU generic branding. Examples can be seen at the end of this section. Photography Venues will not use the KCLSU photographic treatment and should be presented in full colour at all times. At no point will KCLSU use stock imagery. All photography must be a true reflection of what is served within our commercial venues.
kclsu.org
Typography
(a) Primary logo is to be presented in black.
Headline font: FS Emeric Bold
Body copy: FS Emeric
(c) It is at the Designers discretion to choose which colourway best works for the work being created.
Colour palette King’s Shop is free to use all colours from both primary and secondary colour palette to allow flexibility for changing seasons No more than 3 colours should be used at one time.
KCLSU Orange CMYK: 3 76 88 0 RGB: 230 88 42 HEX: #E6582a
KCLSU Teal CMYK: 63 0 38 O RGB: 94 189 176 HEX: #5ebdb0
KCLSU Purple CMYK: 83 100 23 10 RGB: 80 38 105 HEX: #502669
Navy CMYK: 98 91 31 25 RGB: 41 44 92 HEX: #292c5c
Pink CMYK: 1 63 44 0 RGB: 238 125 121 HEX: #Ee7d79
Mustard CMYK: 1 45 90 0 RGB: 244 158 37 HEX: #F49E25
Powder Blue CMYK: 73 68 1 0 RGB: 95 91 163 HEX: #5f5ba3
AaBbCc 123@£ AaBbCc 123@£
KCLSU Brand Guidelines
Pull up banners King’s Shop
65 Generic Shop
Seasonal Shop banner
Dimensions: 800 x 2000mm
Dimensions: 800 x 2000mm
KCLSU logo size: 215 mm
KCLSU logo size: 215 mm
King’s Shop logo size: 519 mm
King’s Shop logo size: 519 mm
URL: 143 pt
URL: 143 pt
Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm
Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm When required for seasonal-themed pull up banners, it is acceptable to use photos not of King’s Shop merchandise.
kclsu.org
Pull up banners King’s Shop
KCLSU Brand Guidelines
66 Dimensions: 1085 x 360px Margins: 165px King’s Shop logo size: 135px wide
kclsu.org
Belly poster King’s Shop
KCLSU Brand Guidelines
67 Dimensions: A4/A3 KCLSU logo size: dependent on format. Refer to page 17 for guidelines King’s Shop logo size: A4 - 44 mm wide A3 - 60mm wide
kclsu.org/shop
kclsu.org
KCLSU Brand Guidelines
68
09 kclsu.org
Language guidelines
Language Talking the talk
KCLSU Brand Guidelines
69 The language we use is just as important as our visuals to communicate our brand. They work together to deliver a personality that’s recognisably KCLSU.
1. Be clear about what KCLSU is KCLSU is the Union of all students and we want to communicate that, rather than sounding like KCLSU is a service, a team of students, or a place. See the ‘Voices’ section for some examples.
The core of KCLSU’s identity is the fact that it’s a Union that connects together all students at King’s. We want this message to be loud and clear to our members and stakeholders.
2. Be authentic Everything we communicate should be as factual as possible. We find students respond much better to concrete examples (e.g. “Students wanted more kosher food on campus, so we worked together to make that happen”) than abstract statements (“We’re always here to improve your experience”).
We need to communicate a huge variety of things to a very diverse audience. From corporate documents to emails to disciplinary hearings to friendly tweets, which are aimed at groups including Postgraduate students, senior University staff, fellow staff members and many more, use the following guidelines to help you with your communications:
3. Be natural Even in situations where our tone does need to be formal, aim to keep your communications conversational. If your writing sounds natural to you in speech, you’re on the right track.
4. Be inclusive Our members and staff span many identities, cultures, and walks of life. We want our communications to acknowledge this, so make sure you’re not excluding anyone in your communications. For example, something like “We know you all love bacon sandwiches, so we’ve slashed prices on our breakfast rolls” makes assumptions about who’s reading the message, and excludes people with dietary requirements/preferences.
kclsu.org
KCLSU Brand Guidelines
Language Voices
70 The key to getting this right in our communications is to consider who the communication is going out to, and adapt your voice accordingly. If it’s going out to our members – use the collective student voice. If it’s going out to staff – use a collective staff. If it’s going out to the University or external organisations – use a third person voice.
Here’s what we mean in action: Audience
Students
KCLSU Staff
University stakeholders
External organisations
Voice
Borrow the collective student voice.
Use a collective staff voice.
Use a third-person voice:
Use a third-person voice.
Example:
Example:
Example:
KCLSU is every student at King’s College London. We work together to make sure they have the best University experience possible.
KCLSU is every student at King’s College London. We’re all working together to make sure each and every student at King’s has the best University experience possible.
King’s College London Students’ Union (KCLSU) is the Union of students at King’s College London.
Example: We are every student at King’s College London. We work together to make sure we all have the best University experience possible.
As a note, collective voices can speak to audiences on an individual level, too. For example, “We’ve got access to a professional Advice Team. No matter what issues you might be dealing with, they’re here for you.”
kclsu.org
KCLSU Brand Guidelines
Language Styles
71 To make sure our communications are as consistent as possible, use these style guides in your writing.
Walking the walk The previous sections have detailed how we can best position ourselves as being fun, friendly, and active. The experience we provide for our members should reflect the promises that our brand identity has made. In short, it’s the behaviour we use to deliver the work set out in the Big Plan, it’s how we interact with each other, and it’s how we respond to and work with our members. It’s how we prove that we live by our values.
kclsu.org
Here’s what we mean in action: Use
Not
Dates
25 December; 25 December 2016
December 25; 25/12/16; December 25th ; 25th December
Times
7pm - 8pm
19:00 – 20:00
Numbers
Write out numbers smaller than 10: eg one, two, three… Use figures for numbers bigger than 10.
Ellipses
...
Any number of dots other than 3
Ampersand use
Use these to connect two words that are related to each other as part of a name or title. Eg. ‘Waterfront Bar & Kitchen’
In place of the word ‘and’. Eg ‘Let’s put this on Facebook & on Twitter’
Emphasis
Bold formatting and/or colours from our primary colour palette for emphasis
Underlining, italics, all-caps or colours not in our primary colour palette.
Contractions
Won’t Can’t Couldn’t Haven’t
Will not Cannot Could not Have not
Emphasis
Bold or a colour from our primary colour palette
CAPS, underlined, italics, or ANY COMBINATION OF THE ABOVE
KCLSU Brand Guidelines
Guidelines Edits
72
Type: Guidelines Owner: KCLSU Marketing Depratment: KCLSU Marketing: Design
kclsu.org
Version History Type: Guidelines Owner: KCLSU Marketing Depratment: KCLSU Marketing: Design
Version Date
Summary of change
1.0
Full guidelines in place.
26/03/2017
King’s College London Students’ Union trading as KCLSU Registered in England and Wales, as a company limited by guarantee CRN5762196 Registered office: Macadam Building, Surrey Street, London WC2R 2NS KCLSU is a registered charity – number 1136729